Google is looking for some definite solutions that are more aligned with its privacy standards on limited data collection.
It hopes and wishes to do that with ad targeting but in a more subtle manner. This is why the company is rolling out a new confidential matching feature for its Google Ads. The goal here seems to be linked to offering an innovative solution to mix insights from the search engine giant with the firm’s first-party information. This would ensure it reaches the right audience.
As can be seen in a new overview, the feature makes use of TEE or Trusted Execution Environments to mix data inputs and then provide advertising targeting depending on the output. It’s quite like data clean rooms where no personal information of users is shared. However, it still enables ad targeting in a more customized manner.
As per the Android maker, TEEs conduct isolated processing so that those having administrative privileges to main systems can’t access or alter the content. As a result, it safeguards against attacks carried out externally and misused by privileged individuals.
This might provide a much more friendly business option for data sharing online and those concerning users. Google has been working long and hard towards this goal in the past couple of years and it appears that they might have broken the code.
Google did try to generate a new cookie-tracking project across the Chrome browser in 2022 but didn’t get too much success. A lot of hurdles came forward from the industry and regulators. This meant it would be forced to keep pushing it back towards the deadline. This way, many parties would be accommodated.
After that, in July this year. Google shelved the rollout plans for cookie tracking as a whole. This was in favor of better systems that aligned with different elements entirely. Now, the TEE and the latest confidential matching service are going to play a major role in this. Google will be implementing different updates and amendments as compared to bigger blanket switches in a single component.
It sounds like Google has a lot of faith in this new project and is now calling it a viable solution. It feels like no action is needed from users and those advertisers who work stringently can encrypt data before it leaves their servers. What more can anyone ask for in terms of better data privacy, right?
Image: DIW-Aigen
Read next: Australia Looks To Impose New Fines On Social Media Platforms For Distributing Misinformation
It hopes and wishes to do that with ad targeting but in a more subtle manner. This is why the company is rolling out a new confidential matching feature for its Google Ads. The goal here seems to be linked to offering an innovative solution to mix insights from the search engine giant with the firm’s first-party information. This would ensure it reaches the right audience.
As can be seen in a new overview, the feature makes use of TEE or Trusted Execution Environments to mix data inputs and then provide advertising targeting depending on the output. It’s quite like data clean rooms where no personal information of users is shared. However, it still enables ad targeting in a more customized manner.
As per the Android maker, TEEs conduct isolated processing so that those having administrative privileges to main systems can’t access or alter the content. As a result, it safeguards against attacks carried out externally and misused by privileged individuals.
This might provide a much more friendly business option for data sharing online and those concerning users. Google has been working long and hard towards this goal in the past couple of years and it appears that they might have broken the code.
Google did try to generate a new cookie-tracking project across the Chrome browser in 2022 but didn’t get too much success. A lot of hurdles came forward from the industry and regulators. This meant it would be forced to keep pushing it back towards the deadline. This way, many parties would be accommodated.
After that, in July this year. Google shelved the rollout plans for cookie tracking as a whole. This was in favor of better systems that aligned with different elements entirely. Now, the TEE and the latest confidential matching service are going to play a major role in this. Google will be implementing different updates and amendments as compared to bigger blanket switches in a single component.
It sounds like Google has a lot of faith in this new project and is now calling it a viable solution. It feels like no action is needed from users and those advertisers who work stringently can encrypt data before it leaves their servers. What more can anyone ask for in terms of better data privacy, right?
Read next: Australia Looks To Impose New Fines On Social Media Platforms For Distributing Misinformation
